How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective

Journal Article How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective Get access Vanitha Swaminathan, Vanitha Swaminathan Search for other works by this author on: Oxford Academic PubMed Google Scholar Zeynep Gürhan-Canli, Zeynep Gürhan-Canli Search for other works by this author on: Oxford Academic PubMed Google Scholar Umut Kubat, Umut Kubat Search for other works by this author on: Oxford Academic PubMed Google Scholar Ceren Hayran Ceren Hayran Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 42, Issue 1, June 2015, Pages 45–58, https://doi.org/10.1093/jcr/ucv006 Published: 15 April 2015